Arial view of the Royal Botanic GardensEvery February, the Asia Pacific Incentives and Meetings Event (AIME) stands as a key fixture in the global business events calendar, but Melbourne is elevating its impact. The Uncover Melbourne programme, an immersive initiative designed to showcase the city beyond the conference halls, demonstrated how Melbourne is making business events more experiential.
This year, 21 curated tours provided domestic and international buyers with unique experiences, ranging from gin tasting and conservation experiences at the zoo to rooftop cocktails and winery tours. “When you come to a trade show, you’re inside the halls, and you don’t see or experience the destination. Coming out of COVID, with so many new venues and hotels in Melbourne, we needed to reconnect everyone again,” Julia Swanson, CEO of Melbourne Convention Bureau, explained.
Sector-Led Growth and Global Leadership
Melbourne’s approach to securing international conferences is deeply strategic. By aligning event bids with United Nations Sustainable Development Goals (SDGs) and focusing on industries where the city excels globally, MCB ensures that each event contributes to the city’s long-term growth.
The biomedical and life sciences sector is a prime example, with Melbourne being a leader in immunology, infectious diseases, and cardiology research. The presence of a world-class Biomedical Precinct makes the city a natural host for major medical congresses, including the World Congress of Gastroenterology in September 2025.
Similarly, Melbourne’s strength in gender equality advocacy played a key role in securing Women Deliver 2026, the world’s largest conference on gender equality. The event was years in the making, with Melbourne’s bid leveraging its progressive Gender Equality Act, female parliamentary representation, and robust government support.
“This wasn’t just a Melbourne bid, it was a regional effort,” Swanson shared. “We took a delegation of 70 women from Oceania to Women Deliver 2023 in Kigali, Rwanda, to show the strength of our region. We knew Melbourne had the event capability, the international connections, and the infrastructure to make this a success.”
One of the most significant upcoming business events is the World Chambers Congress (September 2025), expected to attract 2,000 business leaders from across the globe. The Congress, described as the ‘Olympics of business’, will provide a platform for global industry leaders to discuss pressing topics such as sustainability, digital transformation, AI, cybersecurity, and geopolitics. The Victorian State Government is actively involved, ensuring that discussions translate into real trade and investment partnerships. “We expect this event to leave a lasting impact on Melbourne’s business landscape,” Swanson noted.
The Positive Impact of Business Events Report
Melbourne’s commitment to measuring and amplifying the impact of business events is evident in the newly launched Positive Impact of Business Events Report. The report outlines the economic, educational, and social contributions of events held in Melbourne over the past decade.
Swanson highlighted key statistics:
• 1,620 business events have been delivered by MCB in the past ten years.
• These events have contributed $2.34 billion to the Victorian economy.
• 610,000 delegates have visited Victoria, booking 1.3 million hotel nights.
• An estimated 29,000 jobs have been created across event planning, hospitality, transportation, and local services.
“Business events drive economic growth, foster innovation, and build global connections. But their legacy goes far beyond that.” Swanson noted. “Take the World AIDS Conference in 2014. A decade later, we’re still seeing the impact it had on Melbourne’s approach to public health policy and HIV research. That’s the power of business events.”
The report also includes case studies on the Rotary and Lions Conventions (2023-2024) and how they strengthened community engagement, as well as the Asia Pacific Offshore Wind & Green Hydrogen Summit, which brought international collaboration in renewable energy.
Sustainability All Round
Melbourne is embedding sustainability into every aspect of its event industry, from accommodation to dining and infrastructure. During my visit, I explored the 1 Hotel Melbourne, opening in May 2025 – a venue designed with sustainability from the ground up.
35% lower annual energy usage, thanks to solar panels, energy-efficient glazing, and smart HVAC systems; water-saving initiatives, such as rainwater capture for irrigation and toilet flushing; reclaimed materials, including timber from heritage buildings and repurposed stone. Features of the hotel integrated with elegance to create a high-end, yet enviromentally-responsible venue.
And that’s not all. Melbourne’s commitment to sustainable gastronomy was evident at Farmer’s Daughters, where we experienced farm-to-table dining with a focus on local, seasonal, and ethical sourcing. Another remarkable initiative is the Royal Botanic Gardens’ Aboriginal Heritage Walk, which provided profound insights into First Nations culture and land conservation, reinforcing Melbourne’s dedication to biodiversity and sustainable landscape management.
Expanding Infrastructure and Global Connectivity
The expansion of Melbourne Airport, which saw its busiest month on record in December 2024 with 1.1 million passengers, is a testament to the city’s growing global connectivity. New routes, including direct flights from Beijing (China Southern) and Nanjing (China Eastern), as well as Delta Airlines’ upcoming direct service from the U.S., strengthen Melbourne’s accessibility for international conferences.
On the venue front, the new Nyaal Banyul Geelong Convention and Exhibition Centre (operated by the Melbourne Convention & Exhibition Centre), opening in mid-2026, represents a regional expansion of event capabilities. Designed with First Nations engagement from the outset, the centre will integrate Indigenous perspectives into its architecture and service delivery, setting a new benchmark for inclusivity in the business events industry.
Melbourne seems to be at the top of its game on all fronts. “It’s not just about the numbers. It’s about the connections we build, the knowledge we share, and the legacies we leave behind,” Swanson concluded. “That’s what makes Melbourne special.”